You’ve Got News

National Annual Meeting Elective

May 25, 2006

Goals of the elective• To help you:

– Generate media coverage for your Council’s efforts

– Raise awareness of your Council to support recruitment efforts

– Coordinate local and national Council PR/marketing efforts

– Share the positive impact Scouting has on your community

What we’ll cover

• The purpose of PR• Why talk to the media?• What news is and isn’t • Story angles • Media relations • Interviews • National Council support

The purpose of PR

The purpose of PR

• To increase awareness of Boy Scouts of America (BSA) nationally and in local markets across the country in a positive manner

The purpose of PR

The purpose of PR• “U.S. Muslim scout troops have been increasing in the past two

decades,” said Donald York, director of the relationship division of the Boy Scouts of America: 112 troops with 1,948 members are chartered through an Islamic school or mosque. "What's happening now in the Islamic community is very similar to what was happening in the 1920s and '30s in Boy Scouts . . . with the Jewish community," York said. "They used scouting to assimilate their young people into America,” York said scouting values -- which include an adherence to faith -- mesh well with Muslim ones. "Islamic families and clergies want the same thing for young people," he said. "They want them to grow up in their faith and learn their histories and cultures," he said. "Things like trustworthy, obedient, clean and helpful" -- elements of Scout Law -- "these are predominant Muslim ideas. They're very attractive to an Islamic family.“

The Washington Post – November 21, 2005

The purpose of PR• The tragedies reminded Scouts once again of the importance of

the motto "Be Prepared." Preparedness has been a recent theme for Scouts who have been working to increase citizen preparedness. About 17,400 Scouts and leaders in the past year have received an emergency preparedness award endorsed by the Department of Homeland Security. Five hundred were congratulated at a ceremony Saturday. “The patch was so popular that we didn't have enough," spokesman Gregg Shields said. All recipients have completed first aid courses, trained with local fire or police departments and compiled emergency plans and kits, including flashlights, maps and necessary supplies to bring to the jamboree, which takes place every four years.

USA Today – August 1, 2005

Why talk to the media?

Why talk to the media?

• It’s free

• Adds credibility – people believe it more than advertising

• Media coverage leads to more coverage

Why talk to the media?

• The media needs to talk to you– It’s their duty– They have news to create– They need:

• Good information sources• Dynamic perspectives• Great quotes

What isn’t and is news

News is not

• Something already completed

• A promotion (remember five “Ws” and “H”)

• A secret – you must communicate with the media

• Not determined by you and me

News is not

• Example: not newsworthy – This May 22 - 26 the Boy Scouts of

America are having their National Annual Meeting in Washington, D.C.

News is• A “new” approach, initiative, or event • Made up of the five “Ws” and the “H”

– Who? Your Council and any partners affiliated with the initiative

– What? Components of the initiative and its importance

– When? The timing of the initiative or event – Where? The community at large or a specific

locale– Why? The purpose and rationale– How? The logistics of the initiative or event

• Interesting to a broad audience• Determined by the reporter/editor

News is• Example: newsworthy

– The BSA leadership will be in Washington, D.C. from May 22 – 25 for its National Annual Meeting. I want to suggest a feature story on the Scouts and how they are evolving to meet the challenges facing today’s youth.  

– Today, our youth are growing up in a very different world than 20 years ago.  Children are facing problems of obesity, substance abuse, education, family and messages from the media/entertainment.  

– One thing is certain – America’s youth are not receiving adequate support to foster character development.  More than ever the BSA, and programs like it, are vital to create a safe environment for American youth. 

– While in Washington, D.C., the BSA will announce the appointment of a new National President, Rick Cronk.  Mr. Cronk is the (retired) president of Dreyer’s Grand Ice Cream and a lifelong Scout. 

– We envision the interview would provide the basis for a feature story on Scouting – with a focus on American youth and how this 96-year-old organization is evolving to meeting the critical needs of today’s youth. 

Story angles

Sample story angles

• Habitat for Humanity projects • First aid, clothing and canned food drives • Volunteer work at local non-profits • Service projects created by members that impact

the community (park and neighborhood clean-ups, tree planting, coloring books for local children’s hospitals)

• Helping the community following a natural disaster

• Collaborative initiatives (Department of Homeland Security, New Jersey Police)

Checklist for newsworthy story angles

• What are the five “Ws” and the “H”? • Is the topic new?• What are my key messages? • Is the story relevant to my community? • Is there a strong visual appeal? • Have the right media been identified?

Media relations

Building relationships with reporters

• Study your media – read and watch your local news

– Daily newspapers (including online editions)– Weekly and community papers– TV and radio

• Contact the local media outlets to identify the appropriate reporters; ask reporters their pitch preferences, i.e., e-mail, phone

• Be proactive – Contact reporters with story ideas– Leverage trends and tie in your initiatives – Note his/her recent articles

• Be a resource by offering to be available for discussing story ideas and sharing ongoing local and national Council activities

Media outreach

• Keep media materials clear and concise • Convey the main point in the first few sentences of

your news release and pitch• Give a call-to-action• Provide information in a timely manner and follow up

Interviews

Preparing for interviews

• Understand the reporter’s points of interest

• Set objectives for the interview• Develop three to five key messages to

convey your main points• Identify examples to illustrate your

points

Interview techniques

• Be yourself and stay relaxed• Avoid jargon, use terms the reporter and his/her

readers can understand • Use bridging to redirect the reporter

– “What’s important to remember…”– “Which takes us back to the question…”– “I’m not the appropriate spokesperson but…”

• Ask the reporter to restate the question if you need clarification

• It’s OK to say “I don’t know, let me get back to you”• There’s no such thing as “off the record”• When asked a difficult question, use message

mapping

Message mapping

• Prepare: Identify the controversial questions• Target: For each question, identify the key

message that provides the easiest means of escape

• Frame: Use organizational and industry knowledge to put the problem in context and defuse the question

• Finish: Transition to key message

Message mapping

• Situation: Troop XYZ is attending summer camp and an accidental death occurs; one of the Scouts wanders off on his own, is lost and dies. While the issue has settled, it is likely that questions from reporters will arise during your positive PR efforts.

Message mapping“Didn’t one of your Scouts die this summer at camp? How could that happen?”

“…We take Scout safety very seriously. Scouts and leaders at camp have received training to try to prevent any accidental occurrences….”

“An investigation was conducted and the individual responsible for the youth while at summer camp was immediately terminated and we are regretful of this tragic accident…”

“Our hearts go out to the youth’s family and troop members.”

The National Council’s support

National Council support• Why?

– To garner national or regional coverage for your Council’s initiative

– To share your Good Turn activities with National and other Councils

• When?– Local implementation of a national initiative

(Soccer and Scouting) – A cross-council effort (Troop 650 consumer

goods holiday drive) – An impact on a famed site (Yosemite Park

clean-up)

You’ve Got News

National Annual Meeting Elective

May 25, 2006